SAQA

All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.

SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

Certificate: Public Relations Management

SAQA QUAL ID	QUALIFICATION TITLE
36032	Certificate: Public Relations Management
ORIGINATOR
Graduate Academy of South Africa
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Certificate	Field 03 - Business, Commerce and Management Studies		Public Relations
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	120	Level 5	Level TBA: Pre-2009 was L5	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Registered"		SAQA 0249/03	2003-08-13	2006-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2007-06-30		2010-06-30

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.

This qualification does not replace any other qualification and is not replaced by any other qualification.

PURPOSE AND RATIONALE OF THE QUALIFICATION

The purpose of this qualification is:

To develop communication skills;

To enhance relationships and service excellence and to make decisions based on consumer decisions;

To develop innovative thinking leading to entrepreneurial skills, especially to develop economic growth in developing regions in order to alleviate poverty through tourism SMME`s.

Rationale

Public Relations has come to age in South Africa where organisations compete to gain public trust and loyalty. The public places a high premium on transparency and integrity, and these value elements can only be managed by a skilled public relations officer.

This qualification has been developed for professional practice in the human relations strategies of businesses and other organisations. It is intended to develop supervisory leadership, ensuring the improvement of organisations` relations with public, as well as their public image.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Competency in communicating in English, verbally. Open access of learners with a FET Certificate (NQF4) or equivalent. There are no other learning or experience pre-requisites.

Recognition of prior learning

In the case of appropriate prior learning or experience, learners can apply to be assessed in up to 40% of complete outcomes. Learners will have to proof competence in the outcomes indicated by them. The assessment of these learners will also be externally moderated to ensure academic quality and credibility.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

N/A

EXIT LEVEL OUTCOMES

1. Use technology effectively
2. Manage time and resources efficiently
3. Apply basic entrepreneurial skills
4. Apply basic knowledge and skills to efficiently manage a business
5. Implement and produce proper financial management accounts
6. Practically apply communication skills to enhance relationships and service excellence
7. Making business decisions based on consumer decisions
8. Utilisation of marketing instruments

Critical Outcome

Problem solving relates to the following outcomes: 1, 2, 3, 4, 7, 8.
Team work relates to the following outcomes: 2, 4.
Self organisation and -management relates to the following outcomes: 2, 3, 4, 5.
Information evaluation relates to the following outcomes: 3, 5, 6, 7, 8.
Communication relates to the followin outcomes: 1, 3, 4, 5, 6, 7, 8.
Use of science and technology relates to the following outcomes: 1, 5, 7, 8.
Inter-related systems relates to the following outcomes: 2, 3, 4, 5, 7.
Learner and societal development relates to the following outcomes: 3, 6.

ASSOCIATED ASSESSMENT CRITERIA

1.1 Use computer software to produce verbal and non-verbal communication.
1.2 Access information through the Internet
1.3 Access and use e-mail
1.4 Operate technological aids used for office administration and communication

2.1 Human relations activities are correctly planned
2.2 Organisation of time and resources is outlined
2.3 Control measures are indicated
2.4 Supervising skills are correctly applied
2.5 Apply the basic management functions in a small HR activity

3.1 Research feasibility of a business idea
3.2 Do basic market research
3.3 Produce a basic business plan

4.1 Demonstrate knowledge of basic economic principles and policies
4.2 Apply basic financial procedures

5.1 Compile and process accounting data of a going concern
5.2 Financial transactions are correctly recorded in a general ledger
5.3 A trail balance is correctly drawn up
5.4 Account for assets and liabilities
5.5 Compile company annual financial reports

6.1 Read to interpret and write to produce common formats of written communication
6.2 Listen to interpret and speak to produce common formats of oral communication
6.3 Interpret and produce common formats of non-verbal communication

7.1 Research the South African consumer
7.2 Understand the consumer decision making process
7.3 Plan and implement a business decision making process

8.1 Allow the market to direct the marketing
8.2 Understand the interrelated nature of marketing instruments
8.3 Utilise different marketing communication tools
8.4 Apply strategic marketing principles

Integrated assessment

The assessment methods are unique to the different outcomes. Theory tests focus on the knowledge of learners, while the practical assignments focus on the demonstration of skills. Therefore, the two assessment methods cannot be separated as the one complements the other in ensuring that the purpose of the qualification was achieved.

Theory and practice are integrated in the following ways:

Theory:Tests and an externally moderated final examination.

Practice: Projects and assignments, case studies, portfolios containing proof of learning progress.

INTERNATIONAL COMPARABILITY

This qualification is on par with similar international qualifications. However, it is focused on the South African business environment, legislation and the need to develop entrepreneurship.

The qualification is in line with the educational objectives of the Public Relations Institute of South Africa (PRISA), a member of the International Public Relations Institute.

ARTICULATION OPTIONS

Vertical articulation:The completion of this national certificate provides vertical access to the Diploma in Public Relations Management.
Horizontal articulation: The completion of this diploma provides horizontal access to other qualifications in commerce offered by the institution, namely Diploma in Tourism Management and Diploma in Marketing Management
The horizontal articulation is subject to the completion of outstanding electives. This will be assessed on an individual basis after consultation with the learner.

MODERATION OPTIONS

Recommendation of a moderation body or bodies

Moderation includes both internal and external moderation.

All assignments and tests are internally moderated.

Appointed public higher education institution, professional association or industry representative does external moderation. All industry-based projects, portfolios and final examination are moderated externally.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Appointment of external moderators is subject to the approval of the institution`s Academic Board.

Assessors have to meet any three of the following criteria:

Assessors have to have 5 (five) years industry experience;

Assessors have to prove that credible and appropriate academic qualifications have been met;

Assessors have to have a credible MBA or appropriate Doctorate degree;

Assessors have to be a member of an appropriate professional body eg PRISA; and

Assessors have to be in appropriate employment of a South African public higher education institution.

NOTES

N/A

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

NONE

PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION:

This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.

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